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7 ideas for cross-promotion with other small businesses

With shrinking budgets for small businesses, cross-promotion is an age old method professionals use to spread word about their company. There are 7 methods that can expand your reach ranging from print to web cross-promotion, many at no cost at all.

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Spreading word about your business

Getting the word out about your small business takes a lot of work. You start out by enlisting the help of close friends, family members, and current and previous business associates. But soon that isn’t enough to get you to your end goal—a solid professional reputation and an increased profit. While there are thousands of ways to advertise your business, there are often monetary constraints for small business pros. Even with these constraints and limitations, small businesses can effectively market their brands through cross-promotion with other, complementary small businesses.

Print collateral

Display print collateral – One of the simplest ways to cross-promote is by displaying or distributing print collateral—brochures, calendars, business cards, and flyers—in a waiting room, next to the cash register, or mailed with statements, invoices, or business correspondence. When you’ve found the right business—or several businesses—to pair with, trade printed material. This will ensure that your business is made visible to potential customers, customers that would ultimately benefit from your products or services. If you’re looking for a low-friction way of cross-promoting your brand, this is it.

Events

Co-sponsor an event – This will allow you to cut your event costs in half, and it ensures you get the other company’s audience and customers in attendance, which will only benefit your company’s marketing efforts and outreach. Depending on the nature of your business, you can choose to hold a local, national, or even online event geared toward your target audience. Whichever you choose, make sure all companies with which you’re cross-promoting have equal visibility. This will strengthen your professional relationships now so they can still be of use to you in the future.

Incentives

Start a referral program – Offer discounts or rewards for those customers who refer business to your partner’s store and vice versa. This is a fantastic way to create a network of consumers. Remember, again, this only works if you cross-promote a complementary business rather than a competing one. The latter is rarely a good idea. A referral program will encourage your customers to spread the word about your business and your cross-promotion partner’s business. Everyone benefits.

Mailers

Swap mailing lists – While this effort obviously gives you even more potential customers, the ethics of such an act continues to be debated. After all, haven’t we all been annoyed when we’ve discovered a company has sold or traded our information? Instead of swapping all the information on your mailing lists, you can provide your current customers and clients the option of being contacted by a partner or affiliate. Alternatively, featuring a peripheral business to yours on mailers to your clients while being featured on mailers to their clients is a common method for this type of swap. This will keep your professional reputation unsoiled and give you the opportunity to lengthen your own mailing list.

Web efforts

Trade online content – While this type of cross-promotion requires a lot of valuable time in creating the content, it’s one of the most beneficial ways to market your brand on a small budget—or even if you have a large budget, for that matter. Write a guest blog post, general website content, or informative, on-topic articles. This online content can help establish your reputation as being knowledgeable in your field or industry. If you can write content that is informative and valuable, you’ll have a stream of users checking out your site, too. The challenge here is in finding like partners that would mutually benefit.

Seminars

Offer a workshop or educational class – You and your cross-promotion partner can hold an educational workshop or class that’s related to your industry. Each of you—or a representative of your business—should speak or teach a class, but also include other guest speakers or teachers. The more valuable information you provide to the attendees, the more in-demand your workshop or class will be. Having as many influential “experts” involved will only increase the hype of your educational event.

Co-office

Share valuable office space – Just as tax accountants temporarily take up residence in major grocery stores during tax season, consider sharing valuable office space with your partner, and vice versa. It can be a small office, booth, or even right outside the front door. Hand out brochures, business cards, and be available to answer questions or to pass out free samples. This method can be more effective than just having your partner display your print collateral, because your potential customers can put a face to a brand, which makes your business more relatable and personable. It doesn’t matter if you set up one of your employees there permanently or you only use some space a few times a month, this is a great way to network with your target audience.

Cross-promotion is an easy way to market your business directly to the right consumers and while sticking to your marketing budget. Partnering with a complementary business expands your professional outreach, betters your reputation in your industry, and puts you in contact with the right people at the right time. Consider your cross-promotion options carefully and be selective about potential partners, as the wrong partner can have as much of an impact on your business as the right one.

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4 Comments

4 Comments

  1. Steve Martin

    March 20, 2012 at 3:38 pm

    All great, inexpensive ideas for small business owners! Great article!

  2. Maria Eves

    April 16, 2012 at 10:25 pm

    7 ideas for cross-promotion with other small businesses hey thanks for that Charlene…really truly a great insight to the many ways..

  3. Pingback: 3 Inexpensive Marketing Ideas to Reach A Large Local Audience

  4. Pingback: Offices to let near Brinnington - Pear Mill

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Business Marketing

No-reply emails don’t help customers, they’ve run their course

(MARKETING) No-reply emails may serve a company well, but the customers can become frustrated with the loss of a quick and easy way to get help.

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no-reply mail boxes

Let me tell you a modern-day horror story.

You finally decide to purchase the item that’s been sitting in your cart all week, but when you receive your confirmation email you realize there’s a mistake on the order. Maybe you ordered the wrong size item, maybe your old address is listed as the shipping location, or maybe you just have buyer’s remorse. Either way, you’ve got to contact customer service.

Your next mission is to find contact information or a support line where you can get the issue resolved. You scroll to the bottom of the email and look around for a place to contact the company, but all you find is some copyright junk and an unsubscribe option. Tempting, but it won’t solve your problem. Your last hope is to reply to the confirmation email, so you hit that trusty reply arrow and…nothing. It’s a no-reply email. Cue the high-pitched screams.

Customers should not have to sort through your website and emails with a microscope to find contact information or a customer service line. With high customer expectations and fierce ecommerce competition, business owners can’t afford to use no-reply emails anymore.

Intended or not, no-reply emails send your customer the message that you really don’t want to hear from them. In an age when you can DM major airlines on Twitter and expect a response, this is just not going to fly anymore.

Fixing this issue doesn’t need to be a huge burden on your company. A simple solution is to create a persona for your email marketing or customer service emails, it could be member of your team or even a company mascot. Rather than using noreply@company.com you can use john@company.com and make that email a place where your email list can respond to questions and communicate concerns. Remember, the whole point of email marketing is to create a conversation with your customers.

Another great strategy for avoiding a million customer service emails where you don’t want them? Include customer service contact info in your emails. Place a thoughtful message near the bottom of your template letting people know where they can go if they’re having an issue with the product or service. This simple change will save you, your customers, and your team so much time in the long-run.

Your goal as a business owner is to build a trusting relationship between you and your customers, so leave the no reply emails behind. They’re annoying and they might even get you marked as spam.

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Business Marketing

Influencer marketing isn’t new, it’s actually centuries old

(MARKETING) You may roll your eyes at sexy strangers hawking snake oil on social media, but influencer marketing is nothing new…

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Influencer marketing people taking video on a smart phone to record dances.

Influencer marketing is now one of those buzzword phrases that you can’t go a few days without hearing. In fact, it’s become such a popular term that it was officially added to the English Dictionary in 2019.

While this is a recent change, the concept of an influencer is nothing new. For years, people have looked to friends and family (as well as high-profile people like celebrities) to be influenced (intentionally or unintentionally) about what to buy, what to do, and where to go.

Social Media Today notes that influencers date back centuries.

One of the first “influencer” collaborations dates back to 1760, when a potter by the name Wedgwood made a tea set for the Queen of England,” writes Brooks. “Since the monarchy were the influencers of their time, his forward-thinking decision to market his brand as Royal-approved afforded it the luxury status the brand still enjoys today”

Now, influencers are known as people blowing up your Instagram feed with recommendations of what to wear and stomach flattening teas to buy. Influencers are basically anyone who has the ability to cultivate a following and, from there, give advice on how followers should spend their money.

After the 1760 tea set influencer, influencers were found in the forms of fashion icons (like Coco Chanel in the 1920s, and Audrey Hepburn in Breakfast at Tiffany’s), celebrity endorsements (for example, all of the money Nike made in the ‘80s after signing Michael Jordan to be their spokesperson – I wonder if Hanes is raking in the same bucks as Nike…), TV stars endorsing products (like Jennifer Aniston when she was at the height of “The Rachel” cut and became the face of L’Oreal Elvive; now she’s the face of Aveeno).

Then in the mid-2000s, blogs became a space where “everyday” people could use their voice with influence. This trend has continued and has shifted into social media, usually with a blog counterpart.

Now, blogging and influencing is an industry in and of itself with influencer marketing being a key form of comms. According to the HypeAuditor report, the influencer industry will be worth $22 billion by 2025. Where can I sign up?

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Business Marketing

The use of offline marketing can still be advantageous in a digital world

(BUSINESS) Offline marketing is usually skipped over nowadays for the sparkly, shining ‘digital’ marketing strategies, but don’t forget the roots.

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offline marketing billboard

Everywhere you look, people want to talk about digital marketing. In fact, if you don’t have a digital marketing strategy in today’s business world, you’re not going to last long. But just because digital marketing is popular, don’t assume that offline marketing no longer yields value.

When used together, these strategies can produce significant returns.

“Some people will argue that traditional marketing is dead, but there are several benefits to including offline advertising in your overall marketing campaign,” sales expert Larry Myler admits. “Combining both offline and online campaigns can help boost your brand’s visibility, and help it stand out amongst competitors who may be busy flooding the digital space.”

How do you use offline marketing in a manner that’s both cost-effective and high in exposure? While your business will dictate how you should proceed, here are a few offline marketing methods that still return considerable value in today’s marketplace.

1. Yard signs

When most people think about yard signs, their minds immediately go to political signs that you see posted everywhere during campaign season. However, yard signs have a lot more utility and value beyond campaigning. They’re actually an extremely cost-effective form of offline advertising.

The great thing about yard signs is that you can print your own custom designs for just dollars and, when properly stored, they last for years. They’re also free to place, assuming you have access to property where it’s legal to advertise. This makes them a practical addition to a low-budget marketing campaign.

2. Billboards

The fact that you notice billboards when driving down an interstate or highway is a testament to the reality that other people are also being exposed to these valuable advertisements. If you’ve never considered implementing billboards into your marketing strategy, now’s a good time to think about it.

With billboard advertising, you have to be really careful with design, structure, and execution. “Considering we’re on the move when we read billboards, we don’t have a lot of time to take them in. Six seconds has been touted as the industry average for reading a billboard,” copywriter Paul Suggett explains. “So, around six words is all you should use to get the message across.”

3. Promotional giveaways

It’s the tangible nature of physical marketing that makes it so valuable. Yard signs and billboards are great, but make sure you’re also taking advantage of promotional giveaways as a way of getting something into the hands of your customers.

Promotional giveaways, no matter how simple, generally produce a healthy return on investment. They increase brand awareness and recall, while giving customers positive associations with your brand. (Who doesn’t love getting something for free?)

4. Local event sponsorships

One aspect of offline marketing businesses frequently forget about is local event sponsorships. These sponsorships are usually cost-effective and tend to offer great returns in terms of audience engagement.

Local event sponsorships can usually be found simply by checking the calendar of events in your city. Any time there’s a public event, farmer’s market, parade, sporting event, concert, or fundraiser, there’s an opportunity for you to get your name out there. Look for events where you feel like your target audience is most likely to attend.

Offline marketing is anything but dead.

If your goal is to stand out in a crowded marketplace where all your competitors are investing heavily in social media, SEO, PPC advertising, and blogging, then it’s certainly worth supplementing your existing digital strategy with traditional offline marketing methods that reach your audience at multiple touchpoints.

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